MARKETING MANAGEMENT

Course Code: BTM 706 Credit Units: 03

Course Objective:
The course aims at making students understand concepts, philosophies, process and techniques of managing marketing operations of a
firm.

Course Contents:

Module I: Introduction to Marketing
Meaning, nature and scope of marketing; Marketing philosophies; Marketing management process; Concept of marketing mix.

Module II: Market Analysis
Understanding marketing environment; Consumer and industrial buyer behaviour; Market measurement; Market segmentation, selection
and positioning.

Module III: Product Planning and Pricing
Product concept; Types of products; Major product decisions; Brand management; Product life cycle, New product development
process; Pricing decisions; Determinants of price; Pricing process, policies and strategies.

Module IV: Promotion and Distribution decisions
Communication process; Promotion tools advertising, personal selling, publicity and sales promotion; Distribution channel decisions
types and functions of intermediaries, Selection and management of intermediaries; Logistics decisions inventory management,
warehousing, transportation and insurance.

Module V: Marketing Organization and Control
Emerging trends and issues in marketing Consumerism, rural marketing, social marketing; direct and online marketing; green
marketing.

Examination Scheme:

Components A CT S/V/Q HA EE
Weightage (%) 5 10 8 7 70
CT: Class Test, HA: Home Assignment, S/V/Q: Seminar/Viva/Quiz, EE: End Semester Examination; Att: Attendance

Text & References:

Baker, Michael J., Marketing: An Introductory Text, McMillan Press Ltd.
Czinkota, Michael R., Massaki, Kotabe and David Mercer B., Marketing Management: Text and Cases, Blackwell Publishers,
Massachusetts.
Kotler, Philip, Marketing Management: Analysis Planning, Implementation and Control, 9th Ed., Prentice Hall of India Pvt. Ltd. ,
New Delhi.
Kotler, Philip and Armstrong, Gary, Principles of Marketing, 6
th
ed., Prentice Hall of Indi, Pvt. Ltd., New Delhi.
Mc Carthy, E.Jerome and Pessault, William D. Jr., Basic Marketing, Richard D. Irwin Inc., Homewood, Illinois.
Saxena, Rajan, Marketing Management, Tata McGraw Hill Publishing Company, New Delhi.
Stanton, William J., Eizel, Michael J. and Walker Bruce J., Fundamentals of Marketing, 10
th
ed., McGraw Hill.